Eye on nutrition: “Plant-Mania” takes off, says Agrana Fruit

31 Mar 2021 --- As part of Agrana Fruit Trends 2021, the company has published its latest trendblog, “Plant-Mania.” The focus of this publication is the future of plant-based solutions based on a recent customer survey by the Austrian supplier.

Agrana Fruit recently conducted an online consumer study across five countries, asking nearly 3,500 consumers about plant-based dairy alternatives.

The results revealed that only 2 percent of regular plant-based consumers are vegan and that environmental concern is not among the top consumption reasons. 

According to the Agrana Fruit consumer study, which was conducted in the US, Australia, Germany, France and Russia, the main reasons for consumers to turn to plant-based alternatives from most to least important are: better for me, nutritional benefits, taste/flavor, environmental concerns, ethics/animal welfare and dietary choice or restriction. 

Better for personal & planetary health
Speaking to FoodIngredientsFirst, Melanie Sturm, global market and consumer insights manager, shares details on the plant-based movement. 

“We see that there are some regional differences. In some cases, the environmental concerns rank higher. In summary, the key motivators for consumers are their conviction that plant-based alternatives are better for them and the planet,” Sturm explains. 

“Our study clearly shows that not even 10 percent of the regular consumers of dairy alternatives are vegetarian or vegan. Most regular consumers of plant-based dairy alternatives are either omnivores or flexitarians, so they do not want to completely switch from dairy products to alternatives.”

“They rather aim to increase their consumption of plant-based foods but don’t want to eliminate their consumption of animal-based products.”

Targeting flexitarians
According to Sturm, the target group for dairy alternatives is the younger generation. 

“While only 15 percent of 55 to 64-year-old consumers eat dairy alternatives at least monthly, this increases to 39 percent with the age group between 35 and 54 years and even to 46 percent, so nearly every second consumer, with the age group 18 to 34 years,” she explains. 

The trend of plant-based nutrition taking significant steps toward the mainstream is clear, says Agrana Fruit.Agrana Fruit foresees further scope for innovation, particularly around the nutritional profile of plant-based alternatives and on price. 

“Many consumers are not satisfied with the protein quality or sugar levels of existing products. Combining different plant proteins can enhance the nutritional profile and lead to a higher quality of protein with a complete amino acid profile,” Sturm continues. 

“Adding fruits could help to provide a sweet taste, but without added sugars,” she notes. “The second main area for innovation will be around the price point.”

“Newly launched dairy alternative yogurts are sold at double the price of dairy yogurts in many markets. This is one barrier to further growth in alternative products. Tackling the value-for-money ratio will be a key focus for future innovation in this market.”

Honing in on hybrids
Hybrid meat and dairy products are now popping up as a niche but emerging market theme.

Agrana Fruit asked 3,500 consumers about a hybrid yogurt combining dairy and plant-based yogurt into one product. 

Nearly 80 percent of consumers would purchase such a product, Sturm reveals. 

“This resonates well with what we said earlier: many consumers want to decrease their consumption of animal-based products but not eliminate this type of products in their nutrition,” she notes. 

“So especially for omnivores and flexitarians who like the taste and texture of dairy, adding plant-based yogurt for a more balanced product and better environmental footprint is an interesting next step in the development.”

Meanwhile, a recent Innova Market Insights consumer survey indicated that 36 percent of global consumers would prefer a mix of plant and animal products, while 25 percent would prefer 100 percent plant-based options.

By Elizabeth Green